The Study On Market Development Of Agricultural Insurance In China

High-risk nature of agricultural development, as well as the historical background to solve the"three rural"issue needs the size of the agricultural insurance market to expand. Since 30 years of reforming and opening up, we have never stopped to explore on agricultural insurance, but it is far behind the development of insurance risk management in agriculture needed in China. In fact it failed to play an effect on risk compensation, financial intermediation as well as the social management features. The operating efficiency in china's agricultural insurance market is still relatively low. The conflict between supply and demand has still not been resolved. How to improve the operational efficiency of the agricultural insurance market? How to innovate in the development of agricultural insurance products? What kind of approach and intensity of the Government should adapt to support agricultural insurance and to implementation effective macro-control and eventually to expand the agricultural insurance market? That problem becomes one of hot spots theoretical circles and government departments which pay close attention to.This paper takes the relevant theory of the insurance market and agricultural insurance market as guidance and bases on a summary review of development of agricultural insurance since the founding of China and analyze major problems and their causes which expansion of China's agricultural insurance market has faced; Then, from the main cultivation the agricultural insurance market development needs of, supply of the main support, product development strategy of regulation and market regulation system, in those four areas describe the strategy to expand China's agricultural insurance market; Finally, the paper takes Anhui agricultural insurance market development model as an example to discuss the rationality of the agricultural insurance market development′s regional model in our country which is a large developing country and exists geographical gap.The main conclusions of this study are as follows:The characteristics of main body of the needs in China's agricultural insurance market is low in awareness, traditional in the concept of disaster, lack of the knowledge, low literacy levels, limited in income, does not trust insurance companies, with a "me too" mentality, operating small-scale agriculture and low expected in return; The characteristics of supply body are a limited number of insurance institutions, lack of start-up business experience, small number of primary insurers with a low quality, bear a huge risk to run business ,is low in the willing of agricultural insurance, strong in a regional competition , inadequate in inter-firm competition, the characteristics of these entities constraints to further develop agricultural insurance. Therefore, in order to open up China's agricultural insurance market, first of all, the government must play support and macro-control role in the main market supply and demand to create a favorable external environment for the development of the agricultural insurance market; At the same time, the government should seriously analyze and sum up the characteristics of the current business model of regional of a variety of agricultural insurance to promote the model have a stronger representation of ; Insurance company itself must be actively taking various measures to study the need of insurance deeply under the Government's policy support. And on the basis of segmentation in the market select the right target markets, insurance company innovate the market ideology accelerating the development of agricultural insurance products and use a flexible insurance prices, smooth distribution channels, innovative insurance products, effective marketing strategies to improve our means to service continuously, avoid disadvantages, realize the development of agricultural insurance market business by leaps and bounds.This paper study China's agricultural insurance market from the view of different elements of market players and market systems; This paper adapts marketing theory analyzing specific development strategy in agricultural insurance market; From the reality of China's rural areas and farmers, this paper identify the elements of consumers in the target market and in accordance with characteristics of their needs to choose a specific product strategy, pricing strategy, promotion strategy and channel strategy. Whether on the content of systemic or on the scope of the study or research perspective, it all reflects a certain degree of innovation.